WiredCo. has launched a new campaign for Reckitt’s Dettol, which has partnered with The Wiggles to make handwashing fun for both parents and children.
Holly McCarthy, Reckitt ANZ marketing director, said: “During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst three to six-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.
“And our research indicates a staggering 87% of Australian children don’t wash their hands properly by not washing for the 20+ seconds recommended by health experts.”
The partnership, facilitated by The Comms Department, aims to have a fresh and fun approach to handwashing and be highly memorable in the way it uses a trusted role model and music to build memory structures that teach children to wash their hands properly.
Annelie Pennock, Reckitt ANZ category marketing manager, said: “Our research reflected that 50% of parents/teachers think a role model being involved would be most effective to help their child remember to wash their hands. So, it was important we picked the right partner.”
To raise awareness of the partnership, WiredCo was appointed to develop the Wash Like The Wiggles campaign. The ANZ campaign – which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week – centres around a song, simple dance routine and music video that was co-created with The Wiggles.
To support it, a new Dettol Kids Colour Foaming handwash was created with The Wiggles.
David Kennedy, WiredCo. partner, said: “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.
Bec Brown, managing director of The Comms Department, said: “The Wiggles are one of the world’s most trusted children’s brands, and we were delighted to facilitate this collaboration with Dettol on such an impactful campaign.
“Our partnerships are purpose-driven, always aiming to foster positive change for children, making this Wiggles collaboration with Dettol truly rewarding.”
To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.
“We understand that teaching children about hand hygiene can be as challenging as getting them to eat their veggies,” Simon Pryce, Red Wiggle said. “That’s why we’re pleased to work with Dettol on a unique approach to education that resonates with children and helps vital messages like this stick.”
Credits:
WiredCo.:
Joe Stuart, Creative Lead
Sasha Thariani, Senior Account Director
Jessica Nutt, Senior Account Manager
Michael Hanly, Senior Designer
Michelle Hampton, Partner
David Kennedy, Partner
Reckitt/Dettol:
Holly McCarthy, ANZ Marketing Director
Annelie Pennock, ANZ Category Manager
Amy Vu, ANZ Dettol Senior Brand Manager
Gary Bevan, Partnerships Manager
Daniel Bunten, Digital Manger
Rebecca Antonucci, Legal Counsel
Sally Fan, Senior Associate Regulatory Affairs, R&D
The Precinct:
Emma Plummer, Producer
Di Yee, Director
Henry Motteram, MD
The Wiggles & Hot Potato Studios:
The Wiggles Cast
Aaron Hill, DOP
Kate Chiodo, Production Manager
Rachel Barlow, Production Coordinator
Michael Refalo, Photographer
Bec Brown, PR and Sponsorships – The Comms Department
Michael Hickson, PR and Sponsorships – The Comms Department